smit: a big part is education; right? education of using the card in an appropriate fashion. why is that also a key -- a key promise of what you are doing? >> well, we're at an innovation conference, so many innovations and payments in the marketplace. what's challenging is getting consumers to understand the features and benefits getting them to adopt them. that's what pay perks is here for, educate consumers about what products and features are available for them and get them to use them in ways that benefit, again, the valuechain. shibani: dozens of companies here, but few run by a female. talk to me about being a woman in this environment, in this lean in time that cheryl sandberg talked about, and, you know, just overall what your views are. >> it's not something i think about a lot. with sherylout now, it is interesting to think about. i think that there's no difference between male and female ceos, and i think it's nice to get attention from a female ceo, but i would rather be recognized as a ceo. shibani: it was on this day in business back in 1894 that the very first